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Quirk's Marketing Research Review Articles

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A deeper examination

Issue
June 2005
Author
Joel Goldberg
Abstract
In medical marketing research, a range of behavioral science techniques are being applied that help researchers create profiles of respondents to better understand their responses, understand the mental processes of health care workers and recruit and build panels.

* Ad agency uses Web-based qualitative with teens to help develop public-service campaign

Issue
May 2009
Authors
Dana Slaughter and Kristin Schwitzer
Abstract
The authors used online qualitative research to test several facets of a proposed public-service campaign aimed at getting teens to stop using the phrase “That’s so gay.” Respondents created and posted photo-journals, evaluated potential celebrity spokespeople, reacted to ad concepts and offered insights on how to motivate teens without coming across as preachy.

Dollars and scents

Issue
October 1991
Authors
Jim Schwartz, Ph.D. and Gale Muller
Abstract
Newsweek and six other magazines, in association with the Fragrance Foundation, commissioned the Gallup Organization to conduct a survey on the way men buy and use fragrance. The article summarizes the results of that survey, covering market descriptors, purchase motivations and marketing implications.

Emotion detector

Issue
April 2005
Author
Joseph Rydholm, Quirk's Editor
Abstract
A 30-minute online survey helped American Express determine the language its customers use related to specific topics of interest and also gauged the role of emotions in decision-making processes.

Finding the hot buttons: a scientific approach to motivational research

Issue
October 1991
Author
Betsy Goodnow
Abstract
This article describes an in-depth interviewing technique to disclose consumer motivations for buying a brand, and it explains how to scientifically analyze the responses.

* In search of synergy

Issue
April 2008
Author
Frank L. Findley
Abstract
Looking at an advertising and marketing campaign as the sum of many parts can help give a truer picture of the impact and effectiveness of each part. The author explores how to think about this holistic process and cites examples from an energy utility which saw returns from a series of ads that focused on different aspects of being environmentally friendly.

Motivational research

Issue
February 1999
Author
Jerry W. Thomas
Abstract
Motivational research is a type of marketing research that attempts to explain why consumers behave as they do. This article discusses motivational research, including the three major techniques: observation, focus groups and depth interviews.

Projective technique aims to uncover consumer attitudes

Issue
March 1992
Author
Doreen Mole
Abstract
Commercial anthropology is a qualitative technique applied in mini-focus groups or interviews. It involves respondents reacting to a depiction of a brand user by making projections about the user by outfitting that user with items the user would have. The selections stimulate discussion that provides inroads into a user's psyche and belief system. General Motors used this technique to uncover the underlying emotions that differentiated purchase of one specific brand of automobile from another in the "sporty" car market segment.

Psycho-socio-cultural Hispanic research

Issue
February 1992
Authors
Felipe Korzenny and Betty Ann Korzenny
Abstract
Psycho-socio-cultural research is considers psychological, sociological and cultural theory when addressing market problems across cultures. It merges what is known about people, societies and cultures with empirically-gathered data about specific attitudes, behaviors and beliefs. This article addresses the importance of considering psycho-sociocultural variables in the design and interpretation of quantitative and qualitative research involving Hispanic groups.

* Research-on-research helps American Cancer Society assess the best modes for an ongoing study

Issue
February 2009
Authors
Linelle M. Blais and Margaret R. Roller
Abstract
The American Cancer Society tested three different modes - paper-only, paper-Web and Web-only - to analyze the viability of using the Web to conduct its ongoing survey of volunteers. Rather than going online for the sake of it, the authors urge nonprofit groups to instead focus on the basics of good survey methodology.

The Gestalt approach to advertising research

Issue
March 1992
Author
Daniel Oromaner
Abstract
This article points to ways that Gestalt psychology can inform the design of advertising-related qualitative research. This approach would stress the importance of the context surrounding the ad in the minds of the consumer and identify key elements that most affect the overall impression.

The heart of the matter

Issue
March 2002
Author
Jennifer Hirt-Marchand
Abstract
St. Elizabeth Health Center used in-depth one-on-one interviews with target audiences in the development of advertising to increase consumer preferences and decrease out-migration for cardiac care.

The meaning of "premium"

Issue
May 2002
Authors
Lange Hart and Cheryl Swanson
Abstract
The world of marketing has become dominated by branding. This article discusses “premium” as a critical part of branding, including what it means and its two major segments: performance premium and luxury premium.

Uncovering the wants and the needs

Issue
December 2002
Author
Joseph Yeager
Abstract
Simply put, people want things. This article discusses writing focus group reports to include results on the motives, the features and benefits of the motives, and the linguistic elements that characterize implicit decision making.

Winning isn't everything for teens who play sports

Issue
October 1991
Author
Quirk's Staff
Abstract
The Athletic Footwear Association asked more than 10,000 junior high and high school students about their participation in sports, including their current participation and reasons for participation as well as their intentions to participate.
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